april2024 - 12

A FACTUAL APPROACH
Here is a fundamental example of
a factual conversation compared to
storytelling. A client tells you that
they need to upgrade their office
refreshment program to make it
more appealing to the employees,
but they want to keep costs under
control. You can certainly list the
possibilities for them - a singlecup
brewer, cold brew coffee,
flavored creamers, a stylish Borg &
Overström water dispenser and a
subsidized micro market.
A STORYTELLING
APPROACH
Or, you can tell them a story
about what another client did, xyz
company, that's similar to them,
who shared the same objectives
and concerns. " Jane, the office
manager really wanted to elevate
their program, so we suggested
a single-cup brewer using local
roasters, and the reaction was
incredible. Jane was thrilled there
was no waste, but especially happy
about the cost per cup. Plus, she
was inundated with positive emails
when they added cold brew and
flavored creamers. The water system
we brought in blew everyone away,
and it was so well-received; bottled
water was removed for additional
savings. Then, Jane opted for a
subsidized micro market because
she had the same concern about the
pantry service budget. It was a huge
success. It's turned out to be 25%
of the cost of a pantry service, but
by emphasizing the subsidy on the
fresh and frozen food, employees are
staying in for lunch more than ever -
another objective that was shared by
both you and Jane. "
Telling a story that allows the
listener to visualize the scenario
makes a difference. Dewitt notes
that it is a good idea to have an
arsenal of stories prepared, wellrehearsed
and ready to use in
many situations. ■
About the author
VendingMarketWatch.
com contributing editor
and industry consultant
Bob Tullio is a content
specialist who advises
operators in the
convenience services
industry on how to build a successful
business from the ground up and advises
suppliers on how to successfully connect
with operators. Tullio's YouTube channel,
b2b Perspective, is designed to " elevate
your business in two minutes. " Visit www.
tulliob2b.com or email bob@tulliob2b.com.
S Thnacks
Stellar
SnacksThat are Out
Of This World
Snacks
Of This World
at are Out
did you know...
McKeeFoodservi
© 20
2404AUTM_McKeeFoodsCorp.indd 1
Little Debbie Is America's
Favorite Snack Cake
Cosmic Brownie Is #1 Item
with 56% Share Of Brownies
Overall Sweet Goods Category
Continues to Grow Year over Year
*The Nielsen Company, SCANTRACK, Total US - Convenience, 52 Weeks Ending 10/07/2023. Baked SweetGoods Category, Cookie, Brownie and Breakfast Cake segments, ranked on
unit sales; Automatic Merchandiser State of the Industry Report 2022; NACS State of the Industry Report of 2022 Data
McKeeFoodservice.com | Foodservice@mckee.com
© 2024 McKee Foods Corporation
12 Automatic Merchandiser * April 2024
3/6/24 2:53 PM
Snacks
Stellar

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april2024

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